To accompany the launch of its new Roller Lash mascara product, US cosmetics brand Benefit has created a 50s-style pop-up beauty parlour/shop and a dedicated mobile app, aimed specifically at millennial consumers.
The temporary space, dubbed 'Curl's Best Friend', is located over three-floors in London's Soho area, and centres on a suite of retro-inflected beauty experiences conceived to "celebrate the power of curls". The ground floor hosts a beauty bar featuring vintage furniture and a 'Roller Ball' sampling station for trialling mascara; the first floor houses its main beauty salon offering brow and hair treatments; while the second floor includes the Noir Bar – a late-night cocktail club open from 7-11pm for drinks and cupcakes, accessible via a secret door.
For more on the value of mixing retail with hospitality, see Evolution of the Flagship: Hybrid Retailing and Retailer-Restaurants. For more on retail experiences rooted in intimacy, see Inconspicuous Consumption, part of our Austerity Opportunity Macro Trend, and Rites, Rituals & Culture Clubs in our upcoming Macro Trend (publishing April 2015).
Prior to visiting, consumers are encouraged to download the Curl's Best Friend by Benefit mobile app, logging in via social networks including Twitter and Facebook to book beauty treatments, reserve a table at the Noir Bar, as well as share photos of the space and access a live news feed. Developed by US technologists Guidebook, the app will provide a centralised platform from which Benefit can measure consumer engagement throughout the duration of the event. For more on multi-purpose brand apps, see Start-Pause-Go, part of our Roaming Retail Industry Trend.
The parlour will remain open in London until the end of March 2015, but the brand has announced it plans to open similar destinations in other cities (yet to be disclosed) from April 17 onwards.
For more on the wider strategies for selling beauty, see 2014 Beauty Retail Trends and Selling Beauty Online. See also Benefit's Automated Airport Beauty. For more on pop-up retailing, see Holiday Pop-Ups 2014, Spring Beauty Pop-Ups NY and Nomadic Retailing. For more on millennial-targeted retail, see Luxury Online for Millennials and Store Concepts for Teens.